Customer Journey Orchestration: The Secret to Effective Omnichannel Experiences

©2017 Acquia Inc. — Confidential and Proprietary

Customer Journey Orchestration: The Secret to Effective Omnichannel Experiences

November 1, 2017, 1 pm ET


Your hosts!

Stephen SkidmoreSr. Director

Product Marketing

Acquia

@daponovich

Director

Product Marketing

Acquia

@stskidmore


• A New Era for Marketing

• Who’s Leading Who?

• Don’t Play Whack-a-Mole

• Customer Bill of Rights

• 5 Pillars of Greatness

• Q&A

Roll up our sleeves!


Welcome to the era of personalized customer journeys

Customer Brand

The consumer empowered worldChoice is fundamental. Differentiation matters.


Customer expectations are higher than ever.

Digital touch points proliferating.

Personalization is growing requirement.

Impact on marketing

Real-time experiences are essential.

KPIs: Bounce Rate, Conversions, NPS, Lead Influence, etc.


Great experiences help companies to thrive


Don’t play whack-a-mole with your customers

©2016 Acquia Inc. — Confidential and Proprietary11

“Customers use a range of touchpoints todiscover, explore, buy, and engage with productsand services. Yet companies continue to optimize

touchpoints in isolation, struggle to prove thevalue of customer interactions, and squander

opportunities to boost loyalty”

Forrester Research, Drive Customer Obsession with Journey Analytics, November 30, 2015

https://drive.google.com/open?id=0B2ynzMPWIVBCVWp6anNBc3RYSmc

Customers today forge their own pathways

https://drive.google.com/open?id=0B2ynzMPWIVBCVWp6anNBc3RYSmc


Be a guide! Not a Whack-a-Mole!

Awareness Consideration Conversion Growth Advocacy

©2016 Acquia Inc. — Confidential and Proprietary13

Digital Customers Bill of Rights

1. Understand me and what I want / need at all times.

2. Always treat me in context to my stage in my “journey”.

3. Give me only relevant information and offers (when I need them).

4. Recognize me no matter what touchpoint I use.

5. Don’t ever waste my time.

’


FIVE PILLARS to delivering the customer experiences they want

1. Forward-Looking Experience Platform2.Manage Creative Assets3.Integrated Ecosystem4.Personalize, Personalize, Personalize5.Journey Orchestration



#1 Forward-Looking Experience Platform● Open platform for content and sites & easy integrations

● Flexible to enable developers to meet business needs

● Cloud-first to deliver modern, everywhere experiences


Digital Experiences Happen Everywhere


#2 Manage Creative Assets Creative assets power every customer experience

● Centralized management of approved assets

● Streamline the creation of assets

● Ensure brand consistency

©2017 Acquia Inc.

Creative assets power all channels

19

©2017 Acquia Inc.

Using a “DIY” DAM approach doesn’t cut it

20

ASSET CREATION PROCESS

Creatives Marketing

CUSTOMER EXPERIENCE

©2017 Acquia Inc.

DAM creates engaging experiences faster

21

ASSET CREATION PROCESS

Creatives Marketing

Idea Design Create Review Approve

DAM

Approvals Search

CUSTOMER EXPERIENCE


#3 Integrated Ecosystem● A heterogeneous set of technology is the norm

● Tackle the Suite vs Best of Breed debate in your org

● Harness an ecosystem so you can swap in new capabilities and address new experience channels


There’s no lack of choices for marketers

#4 Personalize, Personalize, Personalize Personalization is an investment in time, resources, content and technology. In

terms of content strategy, it’s about delivering relevant content to a persona

based on specific context.

● Who they are

● Their interests and behaviors

● Where and when content is accessed and by what device

● Goals of the persona, why they are looking for content


Aspects of data-driven personalization

TestingCreate A/B/n and multivariate tests that use adaptive

learning to automatically

determine the right content to promote.

TargetingAutomatically target

site content to visitors using implicit and explicit signals such as geography,

device, persona, interests and prior

behavior.

Content

“Recos”Promote and

merchandise the content that your

users are most likely to be interested in.

OffersManage offers, sign-ups, registrations and promotions designed to resonate with your

users.

Customer expectations are higher than ever Consumers Demand Valuable Content

74% of online consumers get frustrated with websites

when content appears that has nothing to do with

their interests

Research from Janrain & Harris Interactive

Generic content results in lost opportunity Leads targeted with personalized content produce a 20% increase in sales.

Research from DemandGen

#5 Customer Journey Orchestration Marketers must connect disparate silos - tech, data and touchpoints - in a

unified experience that delivers contextual relevance at each step of the

customer journey.

● Deep understanding (data) of individual customers is needed

● Connect their actions and behaviors to triggered offers and actions

● Present “best-next action” or offer in context to the moment

● Drive higher engagement, conversion, sales, and satisfaction

It’s not good enough just to ‘know’ customers

ANONYMOUS

KNOWN

UNDERSTOOD

Understood

We understand what the customer wants. We can suggest what they may want. They can move towards an aspirational customer. They may well be an ambassador or advocate for our brand.

Anonymous

We know very little about this kind of customer and our relationship is either new or transactional. Our voice to the customer is very reactive and not proactive.

KnownWe have a personal and recognised relationship with the customer. We can engage in proactive marketing.

Brands need to fully understand customers to serve them effectively across the customer lifecycle.


Connecting tech, data and touchpoints is hard

Business Challenges

• It’s hard to understand where customers are on their path

• Channels are treated separately, not joined up

• Hard to orchestrate what should happen next

• Omni-channel efforts are often limited to web & email

• Offers and ads are presented out of context

• Results in lower rate of conversion & engagement

• Low marketing effectiveness means higher acquisition cost

• Missed opportunities and less customer loyalty

Business Impact


Brands must shift to a customer journey mindset

Content-driven digital

experiences with limited or no

personalization of content,

offers and experiences.

Data-driven customer journeys that

recognize customers at any and every

touchpoint and deliver contextual

content, offers and experiences

Must move from this...

...To deliver this


ACQUIA JOURNEY

Allows marketers & others to plan, design & orchestrate omni-channel customer journeys across digital and non-digital touchpoints

Easily create new customer journeys and orchestrate what happens in each

Understand where your customers are in each step of the journey

Unify customer profile beyond web and email to build end-to-end journeys

Reduce time and effort for orchestrating unified customer experiences

Increase customer satisfaction by delivering best-next offers in their context

Increase customer engagement and the effectiveness of cross-channel experience

©2016 Acquia Inc. — Confidential and Proprietary©2016 Acquia Inc. — Confidential and Proprietary 33

Thank you + Q&A!Learn how Acquia can help your organization support a

Digital Customer Bill of Rights!

David Aponovich Stephen Skidmore

[email protected] [email protected]

Acquia.com

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Customer Journey Orchestration: The Secret to Effective Omnichannel Experiences